SCC Blog

Big Ben Joining Starbury’s “Cheap Shoe” Brigade…Don’t Expect LeBron to Follow Suit!

In a story that made headlines last week, Ben Wallace, star center for the NBA’s Chicago Bulls announced that he will begin wearing a low-cost sneaker introduced earlier this season by New York Knicks star Stephon Marbury.  ESPN reported that Wallace began wearing the “Starbury II” basketball shoe when the Chicago Bulls play his former team, the Detroit Pistons (no coincidence there I’m sure). 

Discussing the Starbury shoe movement, Wallace said in a news conference:

“Kids don’t really understand what it takes to go out and buy a pair of $300 pair of shoes.  We don’t understand the pressure we put on our parents when we’re growing up. This is one of the things where I think the parents will appreciate it a lot more than the kids right now because it eliminates so much stress from the parents. All parents want to see their kids have nice things.”

How does Wallace feel about the quality of the $15 shoe?

“I had couple of days to practice in them,” Wallace of the shoes, which have a $14.98 retail price. “It’s not a bad shoe at all. I mean, if anybody has doubts, then tonight they should come here to see what a $15 shoe can do.”

If his performance was any indication of what the shoe can do, the sneaker line may be poised for big time sales as Wallace pulled down a game-high 19 rebounds in his first game wearing the kicks. 

It’s anticipated that Wallace will get his own version of the shoe by next year, complete with his own logo.  In the interim, he’ll wear the original Starbury shoe.

Stephon Marbury, no stranger to negative publicity throughout his tenure in the NBA, has enjoyed the benefits of positive press.  Supporters of the “Starbury Movement” have cropped up in many places, earning praise for not only lending his name to the brand but also wearing the shoe.   The sneaker sells for just $14.98 through discount apparel store Steve & Barry’s.

National radio hosts Dan Patrick and Keith Olbermann recently discussed the magnitude of Marbury’s decision during their popular program, The Big Show, on ESPN radio.  Both hosts seemed to think this concept could really build momentum, particularly when a player such as Marbury who has a certain “street cred”, is behind the movement.  

Dallas Mavericks owner Mark Cuban is obviously a supporter of the movement:

“There aren’t many things we will do in our lives that will have an impact on culture and social change. To be able to send a message to kids and sell millions of shoes so the message gets through saying, save that extra $85 and buy your kid a guitar or some clothes. That is huge.

“You can look at NBA cares all you want. You can look at the things I’ve done for charity all you want. The NBA has never done anything as impactful as what (Marbury) has done.”

We also have a case of the $150 shoe vs. the $15 shoe.  LeBron James, whose comments caused a few ripples this past week, questioned the quality of Marbury’s new shoe.  Asked whether he would endorse a shoe that cheap, Lebron responded by saying “No, I don’t think so.  Me being with Nike, we hold our standards high.”  From Nike’s perspective, LeBron’s comments are certainly justified as pricing decisions impact their brand.  That said, Marbury’s response took a not-so-subtle jab at James’ affiliation with Nike, saying “I’d rather own than be owned.”  Part of Marbury’s deal in endorsing the $15 sneaker includes some equity.  In other words, Stephon sees a portion of the proceeds from the sale of each pair of Starburys. 

The question begs, will Ben Wallace be the only one to follow Marbury’s lead or will the sneaker endorsement trend continue to lean LeBron’s way?

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Teacher’s Note:

In initiating class discussion, note the two markets in which the low-cost sneaker endorsers play (Chicago and New York).  Will this build buzz?  What influence does the market have on sales?  On publicity?

Also, as the low-cost shoe movement continues to build momentum, is there cause for worry about the shoe giants (Nike, Adidas, Reebok)?  Do you think they will find a way to join in the movement?  Do you think they will somehow resist the movement?

Another good point of discussion revolves around ethics.  Sure, the shoes are cheap…but who is manufacturing the shoes?  Do the same “cheap labor” concerns that Nike has dealt with in years past impact the Starbury line?

Posted in Endorsement, Marketing, Shoe & Apparel Marketing |

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